Tourism Intelligence Network – Edition 6

Edition 6 | October 2016

In partnership with RDÉE Canada and the Chaire de tourism Transat de l’ESG UQAM, this initiative is designed to share essential information to support the development of the tourism industry within Canada’s Official Language Minority Communities.

PRODUCT DEVELOPMENT

  • Waterways: the first tourist route in the Outaouais region
  • A new open-air museum to boost the region’s economic development
  • Preserving Champagne’s memories
  • Why not Feast in the Field?
  • A mini village built from scratch

MARKETING

    • Pokémon Go could be a game-changer for the tourism industry
    • How to create, manage, and measure Instagram contests

PARTNERSHIPS

  • Museums now forces for change!

FUNDING

  • Tourism infrastructure now eligible to receive funding from the FPC

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Product Development

Waterways: the first tourist route in the Outaouais region

This 273-kilometre tourist route will officially open in 2017, as part of the 150th anniversary of Confederation celebrations. It will wend its way through the Outaouais region from east to west, linking 80 natural and cultural attractions near the Outaouais River and its three main tributaries: the Gatineau, Lièvre and Petite-Nation rivers. Various amenities will be set up along the route to improve the visitor experience: signs, regular and interactive information kiosks with texts, maps and photographs, as well as information panels on the theme of water.

The approximately $700,000-dollar project will be funded by Outaouais Tourism, the Québec Ministries of Tourism, and Culture and Communications, the now-defunct CRÉO (Conférence régionale des élus de l’Outaouais), the City of Gatineau and the three RCMs along the tourist route.

Source : Tourism Outaouais (In French only)

A new open-air museum to boost the region’s development

On August 25, a new kind of open-air museum named Artria – outdoor art trails was inaugurated. The museum’s eight open-air showrooms house a number of monumental sculptures. The museum is the fruit of a collaborative regional development initiative, and will certainly enhance the Haute-Yamaska region’s tourism offering. Inspired by the design of an indoor museum, this initiative has set up permanent displays in places that offer stunning views of the surrounding countryside. All the different sections of the open-air museum are enhanced by attractive landscaping, artistic outdoor furnishings and walking paths.

Source : Artria

This new cultural and tourism product, which will boost economic development and be a focus for strategic positioning, was made possible thanks to an investment totalling over $470,000, of which almost 42% came from the RCM of Haute-Yamaska. The project was further made possible by significant financial contributions from the Government of Québec and a number of organizations.

Source : Tourisme Express (In French only)

Preserving Champagne’s memories

Since 2005, the community of municipalities of the Grande Vallée de la Marne (which includes 17 municipalities and 15,000 inhabitants) has financially supported the position of a “memory collector” at the Villa Bissinger / Institut international des Vins de Champagne. This International Institute of Champagne Wines is dedicated to promoting knowledge of Champagne wines and conducting research in the humanities and social sciences related to the wine industry. The trained social ethnographer records and transcribes testimony from industry players across the 4 departments of the Champagne designation area.

These oral archives – memories and information about heritage, daily life and local lore – are stored in the Villa Bissinger’s archival holdings. Some of them are edited and made available to the public, through exhibitions, articles, sound recordings, videos, lectures, consultation, etc. These interviews and life stories cover a wide range of topics, many of which are suggested by local actors such as the winegrowers union, the museum, or a municipal employee.

Source : www.ccgvm.com (In French only)

Why not Feast in the Field?

Guests at Feast in the Field have the opportunity to enjoy gourmet food, fine wine, beer and spirits, lively music and the great atmosphere of downtown Fredericton. For one afternoon, Officer’s Square is transformed into a fine dining destination in the middle of this downtown park.

Feast in the Field has become one of Fredericton’s premier culinary events, as over 25 local chefs, wine producers, craft beer makers and growers vie to win top awards.

Source : Tourism New Brunswick 

A mini village built from scratch

Tionesta, Pennsylvania is a small town (population: 500) with a depressing downtown lot that had been vacant for 10 years. The Industrial Development Corporation bought the lot and combined two ideas – pop-up (temporary) businesses and the tiny house movement – to create a tiny business village. The initial goal was to create healthy traffic in the downtown that would help boost the sales of existing businesses and encourage new businesses to open. However, the Tionesta Market Village is so vibrant that it’s attracting a new tourist clientele: the coffee shop and art gallery have had to extend their hours, and a vacant building is now being renovated for mixed-use. Talk about a success story!

Marketing

Pokémon Go could be a game-changer for the tourism industry

Ten days after the augmented reality app known as Pokémon Go was launched on July 6, 2016, it already had over 26 million active users in the United States! Available in approximately 30 countries, including Canada, the goal of this fun app is to locate, capture, battle and train the little creatures known as Pokémon that were created by Nintendo in the late 90s. It requires users to travel to specific locations and involves interaction between the virtual and real worlds, which is what distinguishes the app and makes it so attractive.

Tourist destinations, attractions and services are already promoting their locations as places in which to meet some of the more sought-after creatures, thereby benefiting from this wave of enthusiasts. Among the first to jump onboard are:

Source : Frederic Gonzalo  (In French only)

How to create, manage, and measure Instagram contests

1. Set goals; this enables you to measure the success of your Instagram contest. These could be to:

  • develop brand awareness;
  • boost sales;
  • increase website traffic.

2. Choose the type of contest:

  • Like to win. The beauty of this contest lies in its simplicity: users must Like an Instagram photo posted by your brand in order to be entered to win a prize;
  • Comment to win. Users must comment on a photo uploaded by your brand for a chance to win a prize;
  • Repost to win. Users are asked to repost one of your photos onto their own feeds for a chance to win a prize;
  • User-generated content. This type of contest is extremely popular. In it, the company asks users to post a photo on their personal account using the contest hashtag or tagging the brand for a chance to win a prize. They could share a memory associated with the brand, tell why they deserve to win or go on a scavenger hunt.

3. Choose the prize with care. It must make sense for your business, have a connection to your brand, and generate excitement among your customers;

4. Determine the rules and guidelines;

5. Choose the right hashtag. It must be clear, effective, and exciting all at the same time. It should also be memorable and easy to share. Need some inspiration? Check out The Complete Instagram Hashtag Guide for Business;

6. Plan your promotion strategy: hook, channels, influencers, timing, etc.;

7. Manage your contest: monitor your Instagram contest by setting up streams;

8. Measure the success of your contest by deciding on your key metrics and how often you’ll track them. Key metrics include: number of entrants and comments, engagement levels, follower count, website or landing page traffic, product trials or purchases, etc.)

Source: Hootsuite

Partnerships

Museums now forces for change!

With a common goal of enhancing the museum experience in the Îles de la Madeleine, four local museums have partnered together around an innovative approach to creating new tourist products for museums. The museums involved in the partnership are: the Musée de la Mer, the CIP (Centre d’interprétation du phoque) and the two English museums that make up the Historical Complex of the Council for Anglophone Magdalen Islanders (CAMI).

With the help of Rivière-du-Loup’s Living Lab of Open Innovation (LLio), the Réseau Muséal des Îles de la Madeleine (museum network) has launched a co-creation project aimed at exploring, designing and trying out an interpretation tour prototype that will bring together all network members. The project receives financial assistance from the Quebec Ministry of Economy, Science and Innovation (MESI), through the support program for the development of strategic industries, as well as from the ACCORD clusters of excellence and the Agglomération des Îles-de-la-Madeleine through the Fonds de Développement des Territoires (FDT)

Source: Tourism Îles de la Madeleine

Funding

Tourism infrastructure now eligible to receive funding from the FPC

In July 2016, tourism infrastructure was added to the list of categories eligible to receive funding from the Fonds des petites collectivités (FCP, or Small Communities Fund). Municipalities with less than 100,000 residents that wish to develop an area with strong tourism potential can now apply to get financial assistance for their project.

Eligible tourism infrastructure components managed by the provincial Ministry of Tourism are:

  • Zoos and aquaria;
  • Visitor centres, tourism bureaus;
  • Interpretive centres;
  • Scenic parkways;
  • Marinas and cruise ship terminals.

The deadline for project approval is March 31, 2018.

Other tourism projects may be eligible, but fall under the responsibility of another department. For details, click the following link to access a document outlining the new Canada-Quebec building fund, Small Communities Component (in French only): Guide sur le Programme Nouveau Fonds Chantiers Canada-Québec – Volet Fonds des petites collectivités (FPC).

Source : Tourisme Québec (In French only)